Transcript SEGMENTASI - Keluarga IKMA FKMUA 2010

Muji Sulistyowati
[email protected]
[email protected]
 refers
to the focusing of marketing efforts on
a particular group
 breaking
down the total heterogeneous
market into smaller, more homogeneous
groups that profitably satisfy
1. Geographic : urban >< rural
2. Demographic : age, sex, income, race,
ethnic, etc.

Easily identifiable group.
3. Attitudinal :



Positive-negative-neutral; AIETA; KPDIC
can be determined through research
To be used in conjunction with demographics
4. Behavioral :
 It relates to actions
1. Life-styles : activities, interests & opinions of
indiv
2. Usage rate : how often a product or services is
used  ex : nonuser-light-moderate-heavy user
3. The consumers benefits
3
requirements to be successful in segmenting :
1. Measurability : the size of potential market
2. Accessibility : how easily a segment can be
reached & served
3. Substantiality : relates to whether a particular
segment warrants separate marketing attention
 3 Strategies :
1. Undifferentiated marketing
2. Concentrated marketing
3. Differentiated marketing
 Identifikasi
apakah program kesehatan
Saudara telah melakukan segmentasi untuk
memasarkan programnya?
 Identifikasi dasar segmentasi/ variabel
segmentasi yang digunakan dalam
implementasi program kesehatan tersebut.